September 27th, 2021, Bhawna Singh
- The rankings reveal the brands in Egypt that are perceived as delivering best against their brand premise on key brand health-related metrics.
- The FMCG rankings in Egypt are divided into five sub-categories: Personal Care, Homecare, Snacks, Beverages and Food Pantry
- Dettol is the leading brand in Personal Care & Home Care rankings
- Four leading Middle Eastern brands feature in Egypt’s Top 10 for Beverages
YouGov’s FMCG/CPG Rankings 2021 reveal Dettol, Galaxy, Nescafe and Juhayna are the FMCG brands that enjoy the best brand health among the residents of Egypt.
The FMCG rankings in Egypt are divided into five sub-categories: Personal Care, Home care, Snacks, Beverages and Food Pantry. Each category ranking features the top ten brands that have the best brand health among the residents of the country.
The rankings are compiled using YouGov BrandIndex Index score, a measure of overall brand health calculated by taking the average of the net Impression, Quality, Value, Satisfaction, Recommend and Reputation scores collected from an online nationally representative sample between 1st August 2020 to 31st July 2021.
Personal Care
COVID-19 boosted the demand for health and hygiene products as people started realizing the importance of personal hygiene. This also reflects in the FMCG rankings for Egypt, where leading hygiene brand Dettol (35.0) took first place and emerged as the healthiest brand in the ‘Personal Care’ category.
Oral health brands Sensodyne, Signal and Close Up also appear in the list in second (28.6), fourth (23.6), and tenth (16.8) respectively.
Dove is placed in third (23.8), Johnson’s in fifth (22.3), while its sub-brand Johnson’s Baby is in sixth place (18.6).
Head & Shoulders, Lux, and Rexona complete the top ten in Egypt, appearing in the sixth (18.3), eighth (17.7), and ninth (17.1) place respectively.
Home Care
In the ‘Home Care’ category, hygiene brand Dettol again emerges at the top of Egypt rankings, with an Index score of 44.0.
Ariel is in second on the list (31.5), followed by Persil, Pril, and Clorox in third (31.1), fourth (26.5), and fifth (26.4) respectively.
Downy appears in sixth (25.1) and the famous stain remover brand Vanish lands in seventh (20.8).
Other brands completing the top ten list for the ‘Home Care’ category are Fairy (18.3), Harpic (14.2), and Tide (12.0).
Snacks
Within the ‘Snacks’ category chocolate brand Galaxy leads the Egypt rankings with an Index score of +42.8. The packaged snacking food brand Molto takes the second (34.4) place, followed by Nutella in the third (32.5).
Along with Galaxy, other chocolate brands like Kit Kat, Cadbury, and Mandolin also feature in the list in fourth (31.8), fifth (31.3), and tenth (23.1) respectively.
American biscuits & cookie brand Oreo is sixth (30.1) in the rankings, followed by PepsiCo’s snacking brand Sunbite in seventh (27.4).
The rest of the list features Chipsy in eight (25.6) and Bake Rolz in ninth (24.7).
Beverages
In the Beverages category, global coffee brand Nescafe emerged as the healthiest brand with an Index score of 34.4. Almarai came in the second (33.8) place, followed by American beverage brand Schweppes in the third (33.5).
Middle East’s beverage brands Fayruoz, Juhayna Juices, and Rani take the fourth (33.1), eighth (23.9), and ninth place (22.9) respectively. On the other hand, international soft drink brands Pepsi and 7 Up land in fifth (32.6) and seventh (24.5), respectively.
The top ten list also includes popular tea brands, Lipton- Yellow Label Black Tea placed in sixth (27.9) and its green tea variant- Lipton Green tea in tenth (20.7).
Food Pantry
The ‘Food pantry’ category is topped by Egypt’s indigenous brand Juhayna (34.0), followed by El Rashidi El Mizan (32.1) in second with Saudi brands Halwani in third (23.8) and AFIA (23.1) in the fourth place.
Gulf region’s famous food manufacturer Atyab takes fifth position (21.0).
Other brands making an appearance in the list are Heinz in sixth (21.0), Vitrac in seventh (20.6), Bake Rolz in eighth (18.4), El Doha in ninth (16.7), and finally Americana in tenth (14.1).
Methodology:
The brands in YouGov FMCG/CPG Rankings were ranked based on their Index score, which is a measure of overall brand health calculated by taking the average of Impression, Quality, Value, Satisfaction, Recommend and Reputation over a period of 12 months.
The rankings chart shows the brands with the highest average index score between August 1st 2020 until July 31st 2021. The scores are representative of the general population of adults 18+ (some are online representative).
All scores listed have been rounded to a single decimal place; however, we have used additional precision to assign ranks. All brands have been tracked for at least 6 months to be included in the rankings.